Prime Big Deal Days 2026: what prices actually did
We read 72 retailer listings for 24 products on each retailer’s own product page before, during and after Prime Big Deal Days 2026 — 488 confirmed prices between September 24 and October 9. Here is what they show.
What we found
At Amazon, 14 of the 18 listings we read both before and during the sale were cheaper during it; the median cut was 9.2%.
Across every retailer we track: 30 of 55 listings cheaper during the sale, 25 unchanged, 0 higher.
6 of those 30 sale prices were no lower than a price we had already read at the same retailer in the 14 days before: the price went up before the sale, then came back down.
The biggest cut we saw: AirPods Pro 3 at Best Buy, $249.99 → $179.99 (−28%).
8 of the 14 products Amazon cut were the same price (within $1) at another retailer during the sale.
Once the sale ended, 6 of the 54 listings we read again were back above their sale price.
AirPods
Product
Retailer
Before
During (lowest)
Change
After
AirPods 5 (USB-C case)list $129
Amazon
$129 Sep 24
$129 Oct 6
—
$129 Oct 8
Best Buy
$129 Oct 1
$129 Oct 6
—
$129 Oct 8
Walmart
$129 Oct 1
$129 Oct 6
—
$129 Oct 8
AirPods 5 (Wireless Charging Case)list $149
Amazon
$149 Oct 1
$149 Oct 6
—
$149 Oct 8
Best Buy
$149 Oct 1
$149 Oct 6
—
$149 Oct 8
Walmart
$149 Oct 1
$149 Oct 6
—
$149 Oct 8
AirPods Pro 3list $249
Amazon
$234 Oct 1
$179 Oct 6
−$55 (−23.5%)
$199 Oct 8
Best Buy
$249.99 Oct 1
$179.99 Oct 6
−$70 (−28%)
$199.99 Oct 8
Walmart
$235 Oct 3
$179 Oct 6
−$56 (−23.8%)
$199 Oct 8
Target
$199.99 Sep 25
—
—
—
AirPods Max 2list $549
Amazon
$509.99 Oct 1
$429 Oct 6
−$80.99 (−15.9%)
$429 Oct 8
Best Buy
$529 Oct 1
$429 Oct 6
−$100 (−18.9%)
$429 Oct 8
Walmart
$509.99 Oct 1
$429 Oct 6
−$80.99 (−15.9%)
$429 Oct 8
Target
$549.99 Sep 25
—
—
—
AirPods 4 (No ANC)list $129 · previous generation
Amazon
$99 Sep 24
sold out
—
$79 Oct 9
Best Buy
$109.99 Oct 1
$109.99 Oct 6
—
$109.99 Oct 9
Walmart
$99 Oct 1
$79 Oct 6
−$20 (−20.2%)
$79 Oct 8
Target
$129.99 Sep 25
—
—
—
AirPods 4 (with Active Noise Cancellation)list $179 · previous generation
Every price here was read from the retailer’s own product page, as part of our price trackers. Around Prime Big Deal Days we read every listing once a day instead of once a week. “Before” is the last price we confirmed in the 14 days before the sale, from readings taken before October 4; the days from October 4 on are left out because retailers often switch to sale prices a day or two early, and counting those would hide the cut. “During” is the lowest we confirmed on the sale’s own days; “After” is the first we confirmed once it ended. A change of $1 or less, or under half a percent, counts as unchanged. Dates are the day of the reading, US Eastern. A listing we could not read reliably on a given day is left out for that day, never guessed. These are our own readings, not a complete price history: a price can change between two of our checks.